Take Me Home
Take Me Home
Bespoke pattern design to expand an outdoor gear brand’s national reach.
The brand: RTIC
Industry: Outdoor gear designed in TX, for everyone
Type: CMF Design
Scope: Bespoke patterns to expand RTIC’s national reach
Society’s relationship with naturalism is evolving from muted earth tones to supernatural landscapes. To expand RTIC’s national reach and differentiate from the competition, Goesling Group celebrates the rich diversity of our nation’s terrain through regional patterns.
Pattern as Differentiation
Cultural Landscape
Our relationship with nature is quickly evolving from interest in quiet, natural materials to an obsession with vivid, expressive landscapes — shifting to supernatural “surreal wonder,” all about enhanced hues and painterly patterns.
Opportunity Gap
The current outdoor category remains dominated by solid, natural colors and camouflage, leaving the market ripe for pattern innovation.
We looked to regional cues for inspiration, specifying vistas from different corners of the U.S. as an opportunity to celebrate the rich diversity of our nation’s terrain.
seasonal color cadence
A shared palette of amped up naturals serves as a through line across designs.
pattern direction
We explored a range of analog artistic styles, moving from abstract and graphic compositions to more detailed, representational illustrations of the natural landscape across regions.
A cohesive system
Colors and landscapes from four distinct regions were translated into a cohesive pattern system. For a subtler expression, elements of each pattern were applied within the RTIC logo.
Application & merchandising
Patterns emphasize different times of day and year, creating multi season merchandising opportunities. The full color palette is repurposed across cooler components to highlight often overlooked details for a completely bespoke look and feel.
